Leveraging the popularity of community-based travel Web sites like Tripadvisor.com or IgoUgo.com, Sheraton Hotels & Resorts has revamped its proprietary site to become the industry's first hotel company to feature user-generated content. The aim is to build a social network where visitors share stories, photos and advice about a destination and is part of an overall rein-vigorating campaign centered on the concept of belonging.
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